Seoul-based singer-songwriter and rapper Effie is taking over Asia’s underground with her kawaii hip-hop and hyperpop collages that blend influences from K-pop, drill, alternative rock and cloud rap. Her new EP, E, is out now via A MASS CULTURE and marks a new chapter of Effie’s raw and unfiltered attitude.
E pulls from the stories of Effie's own life while also using iconic and niche Korean references in her music, videos and artwork. From 'kancho', named after the popular Korean snack, to Effie waving the 2002 FIFA World Cup scarf in the '코카콜라(coca-cola)' video - Effie is showing the world the wide range of Korean culture, offering a new expression of Korean patriotism, and telling us what it feels like to grow up in the country at this moment.
Each track of E carries a different emotion, from the euphoric highs of 'put my hoodie on' to the quirky alt-rock and drill fusion of 'kancho' - Effie is pioneering something new while also reclaiming hyperpop’s roots in K-pop/J-pop.
The songs were recorded in her room with her close friends and collaborators, including SEBii and Korean producer kimj who is also part of a new wave of musicians re-defining Korean culture. E also features previously released singles 'down', which amassed 150k YouTube views within three weeks despite no marketing or promotion, and 'open ur eyes'.
Effie continues to travel regularly between Seoul and Tokyo’s underground scenes, slowly building Korea’s hyperpop scene through parties and collaborations with other local artists. E is an invitation to step into Effie’s frequency - one where the emotions are endless and the rules can always be rewritten.
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